“Understanding Inception Marketing” – Grupo Milenio

Trying to explain this new concept of Marketing and its application, I would like to explain that it is inspired by the famous Warner Brothers movie called “Inception” or “El Origen” (its title in Spanish) because here a new way of seeing the influenced human behavior.

In the film, Dominick Cobb, who plays Leonardo Dicaprio, in which he and his team implant ideas into the subconscious of an entrepreneur while literally putting him to sleep.

This entrepreneur once he wakes up, believes that the ideas implanted are his.

Technique that some professional marketers who saw the movie picked up on the idea of ​​making their target audience believe that buying products or acting on a suggestion was their own idea.

So, from that moment on, a new marketing concept also emerged, called “Marketing Inception”.

The Marketing Inception method works more or less like this, since, if we take the example of the movie, because in the pure style of science fiction that is getting closer to our times, Cobb’s team uses a technology developed by military known as “shared dreams” to enter the subconscious of the employer.

Within the plot, one of the team’s objectives is to get the businessman to divide his organization.

Therefore, the task of implanting the idea in your brain is the act of “starting”.

All this is the inspiration for specialists to get motivated and look for something similar, and although these super marketing teams do not have science fiction tools to invade the subconscious thoughts of consumers, their goal is the same as that of the Coob team. :

the specialists want people to buy cars, houses, watches or select certain vacation spots without being told to do so.

So Inception sellers oppose direct sales tactics; they believe that a target audience is more likely to make some type of purchase if they think of an idea as their own, rather than someone else’s.

The film highlights teamwork at all times; that is, it is understood that Cobb is only as capable of the mission as the multi-skilled team that accompanies him.

And following the same path as Coob and his team, early marketers do research to find out what interests and likes their target audience and especially what makes them react positively or negatively to an idea.

Like the architects of “The Origin”, the members of the marketing team design plans to captivate and reach customers.

In the film the team that implants ideas in the entrepreneur’s subconscious as “extractors”.

In early marketing, an extractor can be a well-crafted message that, while implanting itself in someone’s subconscious, also seeks to remove their independent thinking without their knowledge.

The Warner studio, in charge of the film, generates controversy before its release through multi-channel marketing.

Achieving this from different trenches, a Facebook page, a comic book, website posts, blogs, newspaper articles and t-shirts, Warner quietly built a mystique around the film.

Inception’s marketers have embraced the technique of sending messages across multiple media channels to generate interest in their products and ideas.

The marketing experts at “El Origen” use words and phrases to stir the emotions of their audience. The film set this example by suggesting the unthinkable, for example, that a person’s mind is the scene of a crime.

Inception’s marketers implant the consumer with a follow-up message in the mind of the audience, making them think they can remove the stress that the emotion-provoking word or phrase created.

This method is intended to make the target audience feel relaxed and confident that the situation can be resolved if they buy a product or take some other desired action.

In the movie and in real life, the subconscious mind process repels the extractors’ attempts to implant ideas that prompt an action or purchase.

A process that serves to prevent target audiences from rejecting messages, initial experts use subtle words and phrases, without compelling a purchase.

Another key element is advertising, which is part of a company’s promotional strategy.

It works on a broadcast of paid messages delivered through various media, including TV, radio, newspapers and magazines, digital and interactive, billboards, directories, transit, and direct marketing.

The techniques that companies use to present advertising messages help attract customer attention and influence buyer intent.

To generate an emotional attraction, it will be necessary to start from a market research carried out with a focus group or samples of a market of clients or prospects and this can determine what type of brand messages, images and content have more weight.

Using this methodology, advertisers design ads and commercials that seek to strike a chord with their customers.

So understanding what drives purchase in terms of customer needs, concerns, fears and anxieties is a huge factor in delivering ads that affect customer emotions.

So it’s important to show clients what could happen without a particular type of insurance—coverage, for example, they’ll use then—an anxiety-provoking appeal.

We cannot ignore subliminal messages which are intentional or unintentional fleeting or hidden images or cues that are printed on advertisements to enhance appeal.

A very used resource is the sexual implications that are used and identified in the advertisements, including subtle images with connotations or subtle impressions of sexual content.

The goal is to connect with people’s subconscious desires without them realizing it. Therefore, the actual impression of subliminal messages is uncertain and this technique is often controversial.

We must not forget the call to action, which advertising messages have, which is a component that must not be forgotten, so an invitation to interact, an implicit declaration that directs the target audience to do something.

Some soft calls to action include less assertive messages: For example, “Consider marking ‘X’ for that special someone this Valentine’s Day.”

The most direct calls to action typically include messages like “Be one of the first 500 to call” or “Take advantage of this limited time offer.”

The main objective of the most direct or aggressive advertiser is to motivate customers to close the purchase.

Generating fun and useful content for consumers has been taken more and more seriously by organizations as they have included it in entertainment products.

So television shows, social media, movies, music videos, video games, and theme parks are common entertainment formats where there are advertising messages, for example, where an actor bringing an iconic character to life takes the famous Coca-Cola soft drink will generate the Marketing Inception in a very subtle way.

Although product placement is the visual display or verbal mention of a specific brand or product within an entertainment vehicle, it is also very effective.

Not a few organizations have also produced short films to showcase their products and have placed them on YouTube or various social networks.

This process is called branded entertainment, where the product itself plays a leading role in the entertainment.

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